Email marketing is evolving at a rapid rate.
Advanced data-driven relevancy programs, social & mobile channel integration, new multivariate testing software… savvy email marketers with budget and vision can now achieve a reach and level of targeting and integration barely believable five years ago.
But is this happening at the expense of maintaining old-school campaign management best practice standards? And in particular, non-responder management?
From some of the evidence we’ve seen, the answer is yes.
As marketers successfully secure investment in their email program, they’re often under pressure from “the money” to maintain high send volumes as an apparently obvious sign of the channel’s good health in the business. In the rush for innovation and stakeholder appeasement, engagement and non-responder management is often forgotten. Big volumes = big gravitas.
But it shouldn’t be… we’ve achieved some interesting results that could help you persuade your senior bods that restricting your send volume doesn’t have to impact your results. Plus, an effective engagement management piece saves a ton of cash that can be ploughed into further programme developments to boot.
One client for whom we introduced an engagement program for reduced the mailing base by 60% on a weekly basis. This equated to a five figure annual saving in send costs alone.
Separating active users from inactive users using simple business rules and ensuring the pots remained dynamic also provided a fantastic opportunity for effective subject line, broadcast time testing and CTA/creative testing.
The result? A 45% increase in open rates and 30% increase in click through volumes.
Tags: Email
